AN OVERVIEW FOR CUSTOMER RELATIONSHIP MANAGEMENT: EVALUATION FOR THE SERVICE INDUSTRY IN TERMS OF BUSINESS STRATEGY

Abstract

Purpose- The purpose of this research is to define new cross-departmental processes for business which assign them to apply the four steps in the CRM cycle: plan, relation, process, leverage and then plan a new structure. From this point, this research includes the topic which has been preceded for a CRM solution. This study also involves a research management steps due to business application in service industry. In addition, the research comprises requirement analysis which depends on the business objectives-requirements for the service sector. Methodology- During the research, the business and software development processes of the study were applied. After the business research development, architecture of requirements of software and UML (Unified Modeling Language) Structure of the service industry, big data were prepared and warehoused-stored for the next research and development for this area. Findings- Finding methods and components of use cases and foundation of UML structures are fundamentals of the study during the research. This study classifies one of the hundreds of use cases as an instance and UML diagrams that define the work-flow of a specific point of business for the service industry. Conclusion- Customers in Retail Industry were developed more price sensitive, less brand loyal and more sophisticated. To provide guest loyalty, retailers in business tried to improve CRM strategies which purposes to seek, collect, store and separate guest information throughout the entire organization for creating personalized, unique visitors’ experiences. Software solutions and new technologies could facilitate the new ways of working required by a CRM invention would not, in itself, deliver increased customer satisfaction.

Keywords

• Business
• Customer Relationship Management (CRM)
• Industry
• Strategy
• Service

References

1. Aier, S., and Fischer, C. (2011). Criteria of progress for information systems design theories. Information Systems E-Business Management, 9, 133-172.
2. Blake, R., and Mangiameli, P. (2013). An Information systems design theory for strategic decision systems: the case of a candy manufacturer, Northeast Decision Sciences Institute Annual Meeting Proceedings.
3. Bohling, T. , Bowman,D., LaValle, S., Mittal, V. and Narayandas, G.D.(2006) CRM Implementation: Effectiveness Issues and Insights, Journal of Service Research, 9(2), 184-194. https://doi.org/10.1177/1094670506293573
4. Brown, S. A. (1999). Customer relationship management: A strategic imperative in the world of e-business. Etobicoke: Wiley.
5. Buttle, F. (2004) Customer Relationship Management: Concept and tools. Burlington, MA: Elsevier.
6. Conallen, J. (2000). Building Web Applications with UML. Addison Wesley Longman, London
7. Devlin, B.A. and Murphy, P. T.(1988). An architecture for a business and information system, IBM Systems Journal, 27(1), 60-80.
8. Firth, D. (2001). The organizing vision for customer relationship management. In AMCIS 2001 Proceedings, 162, 834–840, Boston, MA. Retrieved from http://aisel.aisnet. org/amcis2001/162.

9. Glezer, C., Nachmany, E. and Shoval, P. (2005). Quality and comprehension of UML interaction diagrams-an experimental comparison, Information and Software Technology, 47, 675–692. https://doi.org/10.1016/j.infsof.2005.01.003
10. Gray, P. and Byun, J. (2001), Customer Relationship Management, Center for Research on Information Technology and Organizations University of California, March 2001.
11. Greenberg, P. (2004). CRM at the Speed of Light: Capturing and Keeping Customers in Internet Real Time, McGraw-Hill, Berkeley, CA.
12. Hillebrand, B., Nijholt, J., and Nijssen, E. (2011). Exploring CRM effectiveness: An institutional theory perspective. Journal of the Academy of Marketing Science, 39, 592–608.
13. Klincewicz, K. (2009). Knowledge management and IT research and analysis firms: Agenda-setters, oracles and judges, In D. Jemielniak & J. Kociatkiewicz (Eds.), Handbook of research on knowledge-intensive organizations, 152–168, Hershey, PA, IGI Global.
14. Kostojohn, S., Johnson, M. and Paulen, B. (2011), CRM Fundamentals, Apress Publishing, 244 p.
15. Kumar, V. (2010). Customer relationship management. Hoboken, NJ: Section in Wiley International Encyclopedia of Marketing.
16. Lindstrand, A., Johanson,J. and Sharma, D.D. (2006) Managıng Customer Relationships On The Internet, Series Pervez N. Ghauri (Ed.), First Edition, Elsevier Inc. ISBN-13: 978-0-08-044124-5, 319 p.
17. Liu, S., Duffy A. H. B., Whitfield, R. I., and Boyle, I. M. (2009). Integration of decision support systems to improve decision support performance, Knowledge and Information Systems, 22(3), 261-286.
18. March, S. T., and Smith, G. F. (1995). Design and natural science research on information technology. Decision Support Systems, 15(4), 251-266.
19. Pan, S. L., and Lee, J.N. (2003). Using e-CRM for a unified view of the customer. Communications of the ACM, 46, 95–99.
20. Stevens, P. and Pooley, R. (2000). Using UML Software Engineering with Object and Components. Updated Edition. Pearson Education Limited, Harlow.
21. Wang, P. and Burton Swanson, E. (2008). Customer relationship management as advertised: Exploiting and sustaining technological momentum. Information Technology and People, 21, 323–349.
22. Wilcoz, P.A. and Gurău, C. (2003). Business modelling with UML: the implementation of CRM systems for online retailing, 3, 181-191, https://doi.org/10.1016/S0969-6989(03)00004-3.
23. Winer, R. S. (2001). A framework for customer relationship management. California Management Review, 43, 89–105